Advertising Brand Strategy

Ahead of 2021’s John Lewis Christmas ad launch, watch every film since 2006


By John McCarthy | Media editor

November 2, 2021 | 4 min read

To celebrate John Lewis’s much anticipated Christmas ad reveal, The Drum explores the retailer’s previous creative.

Department store John Lewis is a leading light in UK Christmas advertising. Its high-profile work over the last decade-and-a-bit has often captured both the headlines and the hearts of the British public. However, after a year like no other, the retailer is up against it to not only bring some festive cheer to a nation ready to celebrate after last year's lockdown dampened plans but also ensure it delivers the sales it needs.

Below are the last 15 Christmas ads from the retailer.

Waitrose and John Lewis set to unveil a 'Christmas Campaign like no other for a year like no other'

Ahead of 2020's John Lewis Christmas ad launch, watch every film since 2006

2020: Give a Little Love - Adam&EveDDB

2019: Excitable Edgar - Adam&EveDDB

2018: The Boy and The Piano - Adam&EveDDB

2017: Moz the Monster - Adam&EveDDB

2016: Buster the Boxer - Adam&EveDDB

2015: Man On the Moon - Adam&EveDDB

2014: Monty The Penguin - Adam&EveDDB

2013: The Bear and the Hare - Adam&EveDDB

2012: The Journey - Adam&EveDDB

2011: The Long Wait - Adam&Eve

2010: A Tribute to Givers - Adam&Eve

2009: Sweet Child o’ Mine - Adam&Eve

2008: From Me To You - Lowe London

2007: Shadows - Lowe London

If you can’t get enough of John Lewis, here’s some Christmas ad pitches some top creatives offered to The Drum, unveiling what campaigns they would run if they were in the Adam&EveDDB creative director’s seat this year.

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